Not all news is newsworthy
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To be taken seriously and for their breakthroughs to be heard, Biotech companies need to take their approach to PR seriously. Lookatmedia™ allows you to focus on the types of content and resources valued by the media.
With the increasing interest in biotech updates from the media, it’s tempting to shoot out media releases on just about everything you do. That would be a mistake.
The problem
Biotechnology is unlike other sectors. It takes time and can have huge impacts on society and the lives of individuals. What you do is also expensive and is impossible without continued investment. PR firms understand this and try to work with you to help you achieve your goals. Unfortunately, management teams in Biotech companies feel the pressure to continue to put out media releases, traditional articles, blogs, and social posts to maintain their profiles 24/7. It’s one of the reasons why trust in biotech firms has diminished.
The solution
To build your brand, you need to refocus your PR efforts on media-friendly content, driven by more mature data with more impact. Rather than a post or a blog, create content that can be easily understood by the general public, leading to the most important aspect of your announcement. Illustrate the content with interesting and compelling images and video. Publish it on a solution like Lookatmedia™ and track downloads by individual journalists and media groups.
Explain the science
While some journalists and media groups will be happy with just one well-written and illustrated article, some journalists will want to dig into scientific and research papers. Your Lookatmedia™ centre has a section on ‘stats and facts’, which allows you to host this content.
Backstories with real-world impacts
Journalists don’t see biotech news in the abstract. They look at it through the lens of their readers. They want to know why you have focused on a particular issue. They are interested in understating the journey to get to your potential solutions; they want stories about the individuals whose lives you will or have changed. They want backstories on the people in your organisation who drove the innovation. They want to know about the shoulders of the people your people stood on to reach their achievements. Lookatmedia™ is where your PR team creates, publishes, and measures the media impact of these types of content.
Biotech under the microscope
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Biotech companies operate under a microscope, with everyone looking for instant results. This is driving the current PR boom and undermining the sectors credibility. Break with the pack and take a different approach to PR with Lookatmedia™.
Biotech under the microscope
Getty Images/iStockphoto
Biotech companies operate under a microscope, with everyone looking for instant results. This is driving the current PR boom and undermining the sectors credibility. Break with the pack and take a different approach to PR with Lookatmedia™.
Cut the noise
Cut out the noise and speak with a single clarion voice. Whether you are speaking of the results of clinical trials or quarterly earrings, you can get more meaningful and valuable attention from the media when you have something real to say. You’re not a fashion brand, so your goal should be just more clicks and likes. Focus on being the credible source of biotech news, and you will garner more support and exposure from the media when and where it counts.
Long term credibility
Although you have short term goals, your organisation is in it for the long haul. Your goal is to build credibility now that will serve you well into the future. This can only be done if your media-friendly content is meaningful and well presented. Lookatmedia™ helps you strike a balance between newsworthy content, backstories, evergreen content, facts and stats and FAQ’s. Lookatmedia™ also provides a resource for journalists to discover images and video to illustrate their stories.
24/7/365 day a year access
What you do has a global reach. Journalists on the other side of the globe may now be looking for story ideas in your space. Your Lookatmedia™ centre was set up to provide journalists, media representatives, and influencers secure access to your media-friendly content from anywhere, at any time. By simply clicking on an image in an article, journalists are invited to register to discover and download images and videos from a pre-approved library of your images and videos. They agree to terms of use and can start illustrating their stories with channel optimised digital assets. The content they download can also have accurate descriptions and attributions.
Facets of your stories
The temptation is to only focus on outcomes, but often outcomes are a single line in a media article. Journalists know what makes content readable are the more human elements and the backstories. This type of content creates context. Often the journey is more fascinating than the destination. Sometimes your announcement is just showing that you're part way through your journey. This, too, is interesting when you can show where you started and where you’re going. Your Lookatmedia™ media centre is where you create, illustrate, and publish all of this media-friendly content to build your brand profile and long-term credibility.
